The campaign is called ‘X1 Restore the Outdoors’ and starts in Seattle, ending in New York City on September 10.

In a bid to promote its new “min” SUV, BMW is embarking on a cross country tour, posting Facebook photos as it goes. The hook is that the company will donate $1 for every Facebook like it receives, with the money going to each location.

The campaign is called ‘X1 Restore the Outdoors’ and starts in Seattle, ending in New York City on September 10.

X1 Restore the Outdoors is designed to give back to outdoor places such as parks, beaches, forests and recreational areas across the country.

The X1 will travel through the US, stopping at 12 predetermined locations. The drivers will take an Instagram photo at each stop and share it at the RestoretheOutdoors.com Facebook page. For every “Like” the photo receives, BMW will donate S1 back to that location – up to $10,000 for each location.